Industry sources estimate the brand will pull in an additional $10 million in annual sales.
Crastin is a high-performance and chemical resistant polymer.
Resonates with consumers in lipstick because it is a category where they like to try before they buy.
The initiative aims to eradicate stereotypical portrayals of gender in advertising and other brand-led content.
Users can test and buy lashes via the app.
Fabrizio Freda, ceo of the Estée Lauder Cos. Inc., advised beauty executives how to lead through change at the WWD Beauty Summit.
Shiseido increased its global focus, doubled down on tech and went on an acquisitions spree.
Coty launched a campaign #ProjectPDA to tackle the stigma of applying makeup in public head-on.